Corporate travel company ETS approached us to re-design their identity.
After briefing and initial research, and working with the client, we proposed to change the company name — from the generic acronym ETS, to Harridge, the family name of the owners.
The new identity employs a pairing of the typefaces Gill Sans and Joanna, and quickly and directly suggests a sense of Englishness.
A set of eight striped patterns support this idea, recalling aspects of English heritage and culture, particularly the aesthetic of upper-class college ties and cricket/rowing blazers in 'club colours'.
The patterns are used throughout the identity, including on the back of stationery and business cards, in books and brochures, and on invites, email signatures, presentations and websites.